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London Underground formats worked to complement Press ads and increase awareness

The Challenge

The London Underground is core to the Free Newspaper’s distribution network and is engrained in the London Underground commuter experience. The Free Newspaper wanted to continue to be perceived as helping people enjoy their commute, and to increase brand consideration and readership.

The Execution

In September 2015, the Free Newspaper ran a high impact advertising campaign in its own edition (incl. cover wraps and ads inside newspapers) and across the London Underground (around the stations and inside Tube carriages).  
 
In order to capture the effectiveness of this campaign, we measured key campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents, all ABC1. The test group was composed of people living in London,18-44 year olds (primary audience) & people aged 45+ (secondary audience).

The Results


The London Underground ads worked effectively alongside Press ads to increase awareness and drive an increase in readership for the Free Newspaper. A combination of multiple formats encouraged people to pick up the newspaper more than normally, talk to others about articles inside, or search for the newspaper online.

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Information

Results

Driving action

9 out of 10 who recalled the London Underground or Press ads took action towards the free newspaper


Readership

36% of those who recalled the London Underground ads picked up the Free Newspaper more often than they would normally (vs. 15% who did not recall the London Underground ads)